Dashen Beer has signed a memorandum of understanding (MoU) with the English premier league football club Arsenal.
The brewery will be directly connected to Ethiopian supporters through the club’s digital platforms, and Arsenal will post Dashen’s logo on all promotional marketing activities. It will also support the brewery’s community-based initiatives with coaches from the club taking part in grassroots football development projects in Ethiopia.
Arsenal’s chief commercial officer Vinai Venkatesham said the partnership was the first in Africa and will connect the football club to its wide African fan base.
The partnership followed backing from overseas shareholders of Dashen Brewery.
Sources: Arsenal FC and allAfrica.com
